How to Use Email Marketing to Stop Losing Customers Mid-Journey

Spoiler alert: it involves email. 

More specifically: working with an email marketing agency that knows how to turn inboxes into income. 

(Other than the fact that it’s older than TikTok and still refuses to die.) 

Email is still: 

• One of the most cost-effective marketing tools 

• The top ROI channel for most businesses 

• Fully automatable, trackable and gloriously low maintenance when done right 

• Personal without being creepy (unlike some targeted ads we could mention) 

So, how do you use it to guide your customers from “who are you?” to “take my money”? 

Let’s break it down, customer journey style. 

Aka: They’ve seen your ad, stalked your LinkedIn or accidentally clicked on your website while looking for something else. 

Emails at this stage should: 

• Gently introduce your brand without hard-selling 

• Offer free value (lead magnets like free guides, downloads, products or something shiny enough to make them hand over their email) 

• Set expectations about what they’ll get (no spam, only sass and solutions) 

Example emails: 

• Welcome Email: “Oh hey, you’re here! Let’s make it official.” 

• Freebie Delivery: “Here’s that thing we promised, we’re not monsters.” 

• Intro to Brand Values: “5 Things You’ll Love (Or Hate) About Us” 

Automate this welcome sequence through your favourite email marketing agency (hi, that’s us). 

Aka: They’re browsing. Comparing. Overthinking. Possibly asking their dog what to do. 

This is your time to shine. 

Show up in their inbox with helpful, charming, borderline genius content. 

Emails at this stage should: 

• Nurture their curiosity (without coming on too strong) 

• Build trust with case studies, testimonials or stats 

• Position you as the obvious solution to their problem 

Example emails: 

• Product Comparison: “Us vs. Them: Spoiler, We’re Better” 

• Client Case Study: “How We Helped [Business] Go from ‘meh’ to ‘mega’” 

• FAQ Round-up: “You Asked, We Answered (Mostly Politely)” 

Automation win: 

Set up email flows triggered by behaviour, like if someone downloads your brochure but doesn’t book a call. 

Your email marketing agency can build that flow for you while you binge watch Love Island.  

You’re welcome. 

Aka: Time to whip out the invoice. 

They’re ready(ish) to buy, now don’t blow it. 

Emails at this stage should: 

• Add urgency or incentive (without sounding desperate) 

• Be crystal-clear on pricing, packages and what happens next 

• Reassure them with social proof and professionalism (yes, it’s possible to do both) 

Example emails: 

• Limited-Time Offer: “You Snooze, You Pay Full Price” 

• What to Expect: “Next Steps (Now That You’re One of the Smart Ones)” 

• Success Stories: “Our Clients Said This, and No, We Didn’t Pay Them (Much)” 

Bonus automation: 

Cart abandonment emails. 

Yes, even for service businesses. If someone half-fills a booking form and vanishes, we can help you chase them (politely, with emojis). 

Ask your friendly neighbourhood email marketing agency how (it’s us, remember). 

Aka: Don’t ghost them after the sale. You’re not in a situationship. 

Now that you’ve sealed the deal, it’s time to deliver like a pro. 

Emails at this stage should: 

• Confirm everything (people love a good confirmation email) 

• Set expectations (timeline, what you need from them, who their point of contact is) 

• Reduce admin (because no one wants another spreadsheet) 

Example emails: 

• Welcome Aboard: “You Made It! Here’s What Happens Now” 

• Client Onboarding Checklist: “Let’s Get This Show on the Road” 

• Meet the Team: “This Is [Name]. They’ll Be Pestering You Shortly.” 

Admin bonus: 

Use automations to: 

• Send meeting links 

• Collect assets 

• Share project timelines 

• Nudge clients for missing info 

(Yes, your email marketing agency can set all this up in your sleep.) 

Aka: Make them love you so much they come back, again and again. Like a dog to dropped chips. 

Emails at this stage should: 

• Check in regularly (without being clingy) 

• Offer ongoing value (tips, tools, updates, the occasional meme) 

• Promote new offers and cross-sells 

• Encourage referrals, reviews and testimonials 

Example emails: 

• How’s It Going?: “Still Happy? Say Yes or We’ll Panic.” 

• New Service Promo: “We’ve Got Something New – and You Get First Dibs” 

• Review Request: “Tell the World How Brilliant We Are (Please?)” 

Retention tip: 

Segment your lists. 

Don’t send your high-spenders the same email as someone who ghosted you in 2021. 

An email marketing agency can keep your lists as organised as a Type A wedding planner. 

Aka: The “hey stranger” email, minus the desperation. 

Sometimes customers drift. Life happens. 

You can either write them off… 

Or bring them back with the power of a well-crafted re-engagement campaign. 

Emails at this stage should: 

• Remind them what they loved about you (gently, like a soft sell breakup song) 

• Offer a reason to return (discount, new feature, invitation to reconnect) 

• Give them a clear choice (stay subscribed or peace out) 

Example emails: 

• We Miss You: “You Still There? We Made Snacks.” 

• Comeback Offer: “A Little Thank You for Coming Back to Us” 

• Preference Update: “Tell Us What You Like (And What to Stop Sending)” 

Golden rule: 

Don’t keep emailing people who don’t open a thing. It hurts your deliverability and your pride. 

A good email marketing agency knows when to say goodbye (and how to say it nicely). 

Using email across your customer journey can: 

• Build trust, convert leads and keep clients warm 

• Automate all those repetitive admin tasks you hate 

• Give you a clearer picture of where your customers actually are 

• Make your business look slick, smart and strangely like it’s got its act together 

But only if it’s done properly. 

And guess who knows how to do that? 

An email marketing agency like us. 

Actually, exactly us. 

Let us build your email journeys, so you can stop guessing and start growing. 

Because sending emails manually in 2025?  

That’s a bold move… just not the good kind. 

Let’s talk.